ou’re ranking for impressions but not getting clicks. That’s frustrating — and fixable. In 2026, the Local Pack (the map + top 3 listings) is driven by a blend of the old (NAP consistency, backlinks) and the new (AI signals, engagement/behavioral data). Below I’ll explain what actually moves the needle, show you a practical optimization checklist, and point you to the best tools and referrals so you can act fast.
TL;DR — The short answer
The single biggest drivers of Local Pack placement today are:
- Proximity, relevance, and prominence (Google’s core trio).
- Business Profile (GBP) quality — accurate categories, services, hours, and content.
- On-site local signals — well-structured local pages, schema, and NAP.
- Trust & engagement signals — reviews, clicks-to-call, direction requests, and “popular times” data.
- Authority signals — backlinks, citations, and local partnerships.
- AI & behavioral signals — how users interact with your listing and how well your information fits AI overviews. Google Help+2BrightLocal+2
How Google thinks about local ranking (the mental model)
Google doesn’t rank pages the same way it ranks local businesses. For local queries, Google treats businesses as entities and combines signals from Maps/GBP, the website, user behavior, and third-party data to pick the best local matches. Classic summary: Proximity (where the searcher is), Relevance (how well you match the search), and Prominence (how well-known and trusted you are). This model is still the backbone of Local Pack ranking in 2026. BrightLocal+1
But 2026 adds nuance: AI-driven summarization and behavioral data (how many people click, call, request directions, or linger on your profile’s “popular times” data) are increasingly influential. In other words — user engagement matters, and structured signals make it easier for Google’s AI to select you. Advice Local+1
The 11 practical ranking factors that matter (and what to do about each)
1. Google Business Profile (GBP) completeness & categories
What to do: Fill every field, choose the most accurate primary category, add secondary categories that match real services, list attributes (e.g., “appointment required”), and keep hours and contact info accurate. Add product/service items and regular posts. Google explicitly recommends this. Google Help
2. Reviews: volume, recency, and response quality
What to do: Ask customers for reviews (make it simple), respond to every review with a helpful, human reply, and resolve complaints publicly. Focus on natural, detailed reviews — Google weighs descriptive, recent reviews more than a string of short “Great!”s. BrightLocal research shows review signals still play a major role in consumer decisions. BrightLocal+1
3. On-page local SEO (content & schema)
What to do: Create dedicated local landing pages (one per location or service), include local keywords in title/H1/meta, show NAP visibly, embed a Google Map, add LocalBusiness schema + service/schema markup, and use structured FAQs to feed Google’s AI. On-page signals remain a huge factor for local organic and Maps ranking. Local Dominator+1
4. Links & local authority
What to do: Build local relevance links — local news, sponsorships, directories that matter to your industry, partner pages, and relevant guest posts. Backlinks still serve as trust/authority signals for local entities. thehoth.com
5. Citations & NAP consistency
What to do: Audit major citation sources (data aggregators, industry directories, Yelp, Bing Places) and fix mismatches. Small variations in address formatting can confuse the system; maintain consistent formatting everywhere. Tools can help find and fix these at scale. BrightLocal
6. Behavioral engagement (clicks, calls, directions, popular times)
What to do: Improve your CTR with compelling GBP descriptions, strong photos, service highlights, and “book/call” CTAs. Encourage customers to use call/directions from your listing. BrightLocal and case studies show correlations between popular-times/visits and ranking improvements. BrightLocal+1
7. Photos, videos & regular updates
What to do: Upload high-quality photos, post weekly updates/specials, and add short videos where possible. Visual content increases engagement and trust. Google rewards active profiles. Google Help
8. Local content & topical authority
What to do: Publish blog posts about local events, case studies, and resources for your area. Show Google you’re relevant to the community you serve. On-page topical depth helps both Maps and organic results. Local Dominator
9. Website UX signals: speed, mobile UX, and conversions
What to do: Make sure local landing pages load fast, are mobile-first, and have clear phone buttons, forms, and booking options. Poor UX can suppress clicks and behavioral signals. Backlinko
10. Schema & AI-friendly markup
What to do: Add structured data (LocalBusiness, Service, AggregateRating, FAQ). AI systems rely on structured signals to build concise overviews; schema makes you “machine readable.” Local Dominator
11. Signals from third-party platforms (social, directories, booking engines)
What to do: Keep high-quality profiles on industry-specific platforms and booking integrations (OpenTable, Zocdoc, Healthgrades, etc.). These can feed Google and 3rd-party datasets that shape prominence. BrightLocal+1
A realistic playbook (30/60/90 day plan)
0–30 days (quick wins)
- Fully complete GBP and verify it. Add primary + secondary categories. Google Help
- Fix NAP inconsistencies on top 10 citation sources.
- Publish one local landing page with schema and map embed.
- Request reviews from recent customers and reply to existing ones.
31–60 days (build momentum)
- Build 3 local content pieces (case study, local resource, FAQ).
- Acquire 5–10 local/industry citations and 2–3 local backlinks.
- Add weekly GBP posts and 10–15 photos.
61–90 days (scale & measure)
- Run A/B titles/descriptions to raise GBP CTR.
- Track calls/direction requests and correlate to rank change.
- Consider a small paid campaign (Local Services Ads or Maps-promoted pins in some markets) to boost engagement signals quickly.
Measurement: the KPIs you must track
- GBP impressions & clicks (Search Console + GBP insights)
- Calls, direction requests, and website clicks from GBP
- Local rank positions for target queries (use a rank tracker)
- Review volume and average rating trend
- New citations & backlinks acquired
Tools & referrals (where to get help)
If you want to DIY, start with:
- Google Business Profile (free) — the source of truth for Maps. Google Help
- BrightLocal — citations, local rank tracking, and review monitoring. BrightLocal
- Whitespark — citation building and the annual Local Search Ranking Factors report. LinkedIn
- AdviceLocal / LocalDominator / MozLocal — for research and optimization guides. Advice Local+2Local Dominator+2
If you prefer a referral (managed help), I can:
- Perform a free quick GBP audit (list 5 immediate fixes).
- Introduce you to vetted local SEO specialists who focus on Maps/GBP (we can match by industry and location).
Tell me which you prefer — I’ll prepare the audit and a tailored action list.
Common mistakes I see (so you don’t repeat them)
- Incomplete GBP (missing services, categories, or wrong hours).
- Copy-pasting the same content across pages without local relevance.
- Ignoring review replies and letting negative reviews fester.
- Over-relying on generic directories instead of industry/local authority links.
- Not measuring engagement signals (calls/directions) as performance metrics.
Final takeaway — what to focus on this week
- Complete and optimize your GBP right now (category, services, photos, recent post). Google Help
- Publish a strong local landing page with LocalBusiness schema and an embedded map. Local Dominator
- Start a review-asking process and reply to all reviews — prioritize recency and helpfulness. BrightLocal
